The Difference Between Brand Ambassadors and College Marketing Representatives
There is a big difference between a brand ambassador and a student brand ambassador also known as a college marketing representative. A brand ambassador is hired by a company or an event marketing agency to help promote products, raise awareness, and excite consumers about a particular brand or product. They represent the brand and interact with potential customers, oftentimes giving away free swag or promotional materials. They must be outgoing, friendly, and knowledgeable about the product or service they’re promoting and engage consumers in a fun, memorable way.
College marketing representatives perform all the same duties as a brand ambassador, but are students at the particular college or university where the promotion is taking place. This makes a huge difference when executing college marketing campaigns, as college marketing representatives have connections on campus, knowledge of their campus, and understand the student experience. These qualities are critical when marketing to students and can greatly influence the success of your campaign.
Why Brands Should Use College Marketing Representatives When Advertising to Students
College Marketing Representatives Have Connections
Students have connections with professors, student clubs and organizations, fraternities and sororities, university faculty, and their peers. This opens up the door to marketing opportunities that never would’ve been possible without these connections.
For example, a client came to us wanting to promote their academic challenge to business students. Using our network, we were able to find passionate business students who were heavily involved in their school’s business program and business related groups on campus.
These students were able to use their connections to make classroom announcements about the academic challenge to their fellow peers with professorial approval and endorsement. They also were able to make announcements at their business fraternity or sorority chapter meetings. These targeted announcements were only able to happen because of their status as students and their active role with the university’s business community. A brand ambassador would not have been able to achieve the same level of success.
If an event marketing or college marketing agency tells you they have brand ambassadors with college marketing experience, make sure you ask if those brand ambassadors are students at the university where the campaign is taking place. If so, make sure to ask how they select students to work on the campaign and if they hire students that are directly involved with or passionate about your product or field.
For example, if you’re promoting a ski resort, ask if they will find students who enjoy skiing or winter sports. The key is to find college marketing representatives that are passionate about your brand, so they will want to spread the word to their connections and social circle. Students are more likely to engage with the promotion if they feel a genuine connection to the student brand ambassador and the message they’re promoting.
In my next blog, I will continue to explore the benefits of college marketing representative programs and how they lead to successful college marketing campaigns. If you have any questions about our student brand ambassador network or capabilities, please call 888-631-9222.